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Creating a Market Analytics Tool that Marketers LOVE to Use: A Case of Digital Transformation at Beiersdorf

  • Jan vom Brocke
  • Maria Fay
  • Martin Böhm
  • Volker Haltenhof
Chapter

Abstract

Beiersdorf transformed how it works, and it did it through digital technology. However, it was not the technology that transformed the work; it was the people. The joint team from Beiersdorf and SAP established a solution that marketers LOVE to use: a Lean process to produce the expected Outcomes that bring Value to users and create Excitement among the project team, Beiersdorf’s stakeholders, and most importantly, the outcomes’ users. Although technology enabled many of these changes, users’ needs were always a key focus and criteria in selecting the most essential features and constructing the final products.

In 2013, Beiersdorf undertook a key initiative to leverage the full potential of globally available retail data and go from generic reporting to dynamic analytics and insights. A co-innovation process among business, IT at Beiersdorf, and SAP developed a user-centric market analytics tool that sets a solid foundation for a common global view on markets and product categories in a simple, intuitive, mobile, self-service mode. The project is an example of the possibilities that can be uncovered by new methods of data harmonization and data analytics. It allowed the company to re-imagine business processes through automating analytics and to re-imagine work by moving from ‘what’ to ‘why’. In part, the project even let Beiersdorf re-imagine the business model of the marketing analytics department, which became a central unit for analytics-related topics in the company.

The case is an example of how digital technology goes far beyond the technology itself by building new digital capabilities in an organization and stimulating a new loop of further transformation. In this journey of digitalization, Beiersdorf sought not only to reach the final goal but also to lead so others follow.

Keywords

Guided analytics Real-time analytics Market analytics Dynamic analytics Analytics capabilities Big data analytics Co-innovation Co-creation Customer centricity Data harmonization Data granularity Design thinking Data-driven decision making Market intelligence Process innovation Change acceptance model SAP HANA® SAP Demand Signal Management® 

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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  • Jan vom Brocke
    • 1
  • Maria Fay
    • 1
    • 2
  • Martin Böhm
    • 3
  • Volker Haltenhof
    • 4
  1. 1.University of LiechtensteinVaduzLiechtenstein
  2. 2.SAP (Schweiz) AGRegensdorfSwitzerland
  3. 3.Marketing/Sales Technology & Analytics, Beiersdorf AGHamburgGermany
  4. 4.SAP Deutschland SE & Co. KGWalldorfGermany

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